Creative Marketing: Co-op advertising

In this economy many of us hold on so tightly to our dollars that often our advertising can become so minimal that it is not effective- often believing it does not work when in fact it was just not enough.

Co-op advertising has been a favorite of mine for decades, though it is so underutilized. Whether your co-op advertising is based on geographic location or complimentary services, by joining forces you spread your advertising budget that much further. While part of The Pier, and its Adventure Group, what could have been considered competitors, we all worked together on our print, event and Internet advertising. This collaboration allowed us to be present in far more publications than we could have done on our own.

Awareness/familiarity is what you are aiming for when it comes to your advertising budget. You want the customer to think of you when considering what to do all the time,  not just when they see your ad. Only multiple impressions will create that awareness.

The LocalShops1 Creative Marketing blog series brings true-and tried advice from small businesses, as well as expert tips from marketing pros. Here,  Vicki Kolb, founder of Victoria's Garden/Growing businesses, writes about co-op advertising and repeat advertising. Vicki can be reached at victoriasgarden3@aol.com.

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